Biography

Brad Cox is Director Communications, Green Globe Certification. For two decades he has been part of Green Globe’s journey from establishing the world’s first International Standard for Sustainable Tourism, to today being the preeminent certification for sustainable tourism in over 80 countries.

Brad’s career as a communications professional started in Japan where he worked for 8 years as a journalist and publisher. On returning to Australia, he moved into tourism marketing with ANA Hotels and later Hard Rock Café. His journey with Green Globe started when he joined Australia’s Cooperative Research Centre for Sustainable Tourism. Brad worked with researchers in the development of a set of internationally accepted criteria that would define sustainable operations and management for tourism.

Brad has witnessed sustainable management practices – declared impossible to adopt a generation ago – become not only common, but industry best practice. And he has also watched the rise of a generation of tourism professionals, as well as consumers, expecting sustainability to be embedded in tourism enterprises, not just an added extra.

As part of the Green Globe team, Brad has visited over 25 countries, where he has witnessed first-hand how sustainability is improving business performance and growing revenue.